Simplicity and service to drive future growth

2003-10-17

Simplicity and service to drive future growth

Simplicity and service will be the two leading concepts for TeliaSonerain the future. During the next seven years TeliaSonera will transforminto a genuine service company through simplifying all aspects ofoperations.

In Stockholm yesterday under the common theme "Simplicity makeseverything possible", TeliaSonera's President and CEO Anders Igellaunched the company´s Vision for 2010 to 850 top managers fromTeliaSonera´s markets in the Nordic and Baltic countries, Russia, Turkeyand Eurasia.

"Telecom development over the last 150 years has meant that we have madethings far too complicated in the telecom industry," says Igel andpoints out simplicity as the main means to reach the vision of a genuineservice company for 2010.

"We regard simplicity in all its aspects as the single most importantelement in order for customers to start using our new services morefrequently. We believe this will be the key to create growth in thecoming years," continues Igel.

The development of the TeliaSonera Vision 2010 has involved large partsof the company. 700 managers and employees have been deeply involved inthe process and in addition 3,000 employees have been active over ourintranet. "We believe that a broad and thorough preparation phase is theprerequisite for making this happen. We will immediately start toimplement this in our daily work," says Igel.

Our benchmarking peers over the coming decade will not be traditionalcompeting operators. "Telecom operators are far from what we believegenuine service is about, and in all the major markets we already have agood position in that comparison," continues Igel. "On the contrary wewill stretch our ambitions and compare ourselves with the top players inthe European service industry, such as airlines, hotels andrestaurants."

One of the central parts of the vision is the non-technologicalperspective. "We believe that people are sick and tired of all thedifferent systems, abbreviations and adaptations necessary. Ourcustomers do not care if we use fixed, mobile or datacom technologies.We want all our systems to work together seamlessly", claims Igel. "Itwill take some time before we arrive at our goals, but I am convincedthat already by 2005 we will see substantial improvements compared tothe situation today," says Igel.

"For me the Vision 2010 constitutes the start of something new andsignifies a now fully integrated TeliaSonera. Efficiency measures andsynergy realisation will of course continue, but now the joint operationalso has a common direction in which to move," concludes Anders Igel.

Forward-Looking StatementsStatements made in the press release relating to future status orcircumstances, including future performance and other trend projectionsare forward-looking statements. By their nature, forward-lookingstatements involve risk and uncertainty because they relate to eventsand depend on circumstances that will occur in the future. There can beno assurance that actual results will not differ materially from thoseexpressed or implied by these forward-looking statements due to manyfactors, many of which are outside the control of TeliaSonera.

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